LYCRA® FIBER MOVES IV – COMO 2016 - Day Two
FUTURE FORWARD DAY 2: Consumer needs and sustainability
Building on the success of Day 1, Day 2 of LYCRA FIBER MOVES IV offered visitors further insights into the future of the legwear industry. Environmental issues, well-being and sustainability were key topics of the day, alongside key innovations in lifestyle compression and socks.
Robert Kirkwood, Executive Vice-President of Marketing and Technology at INVISTA, started the day with a presentation entitled, ‘The Innovation Journey at INVISTA Apparel and Advanced Textiles’. From polymers and materials, to fibre, fabrics and garments, he provided valuable insights into how you develop an Innovation Capability that delivers value to all customers and partners in the value chain.
Other speaker topics included the opportunities of content marketing by Afonso de Souza from LinkedIn and consumer well-being by Saskia Thieme from GfK. Afonso, Content Marketing Evangelist, stated his mission was to unlock the opportunity for brands to market on LinkedIn and work with marketers to demystify the business model behind content. Saskia, whose research focuses on consumer insights for fashion marketing, market/consumer segmentations, and market trackings for hosiery and underwear, offered an inspirational view on the growing consumer well-being trend and its impact on the legwear industry.
INVISTA then unveiled its new lifestyle compression offering – LYCRA® ENERGIZE™ powered by FUSION™ technology. Inspired by the ‘athleisure’ trend and an increased consumer desire and commitment to wellness and health, LYCRA® ENERGIZE™ powered by FUSION™ technology is designed to offer the consumer the extra benefits of all-day vitalising and energising support to empower them in their busy schedules.
Sybille Bald, global segment director for hosiery at INVISTA shared her vision for this new innovation, “By combining performance and well-being functionality with a nicely shaped leg, hosiery with graduated compression (or defined support levels) can create a ‘look good, feel good’ combination’. Building on FUSION™ and LEG CARE technologies by LYCRA® brand, the new technology platform for this innovation is LYCRA® ENERGIZE™ powered by FUSION™ technology.”
A presentation by Jane Gwyther EMEA marketing manager, sock segment at INVISTA demonstrated a new era in performance fibres for socks made from 97% recycled resources using COOLMAX® EcoMade fibre. This included SOFT COMFORT technology by LYCRA® brand which provides exceptionally soft comfort for sock tips thanks to its high performance stretch and recovery, whilst LYCRA® T902C fibre gives a longer lasting fit than rubber.
Following sessions on sustainability by Saskia Thieme and textile sustainability by consultant Les Jacques, Rob Dewhurst, senior technical and market development scientist at INVISTA, announced the launch of LYCRA® AcquaNRG technology, a new technology that would help reduce water and energy consumption, offering strong environmental and cost benefits.
To close the day Sybille Bald commented: “LYCRA® FIBER MOVES IV has been a wonderful learning experience for all involved. The team at INVISTA looks forward to this opportunity to engage with our customers and listen to their needs. We are pleased to provide insights, opportunities and product developments to help our customers build their business. We strive to bring together all players of the value chain, to ultimately give the consumer exciting and innovative products that fill a need and fit with their busy and varied lifestyles. I believe we have once again been successful at this edition of LYCRA® FIBER MOVES.”
Tara Kerpelman Puig